Has it really been a year since we last heard a peep out of Profero? It seems that way according to our archives (though, yes, we know about Smirnoff, Western Union, etc.). But in any case, the digital agency has resurfaced to let the world know that it’s been named AOR for ERGObaby, which designs, markets and distributes baby carriers and accessories. The eight-year-old brand, which is probably a familiar name to some parents, chose Profero because it “…has the strategic smarts, the creative savvy, entrepreneurial spirit and global breadth required to help build ERGObaby into a truly worldwide brand,” according to a statement from its global VP of marketing, Alexandra Gonzalez.
Profero does have some history with Gonzalez as we’ve been told that the two worked together when the ERGObaby marketing boss was at Johnson & Johnson, so it’s safe to say that the agency had a bit of an in. After all, there was no review or incumbent for the ERGObaby biz, which will be handled out of Profero’s New York office, though other locations in the network will contribute. As is to be expected from an AOR, Profero NY, which is still led by CEO, Americas Aaron Reitkopf, will be responsible for advertising, strategy and even media buying/planning.